Marketing communication: principles and practice

1 An introduction to marketing communication
1
Learning points
1
Introduction
1
The marketing task
2
Marketing, consumption, and communication
4
Marketing as a management technology: micro-marketing
6
Marketing as a social process: macro-marketing
9
Weaknesses in traditional textbook explanations of marketing
9
Weaknesses in traditional textbook explanations of marketing 
communication
10
The contrived evolution of human communication 
technologies
13
What do you think?
15
Rationale for the book
16
Further reading
17

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2 A communication concept for communicating
18
Learning points
18
Introduction
18
The orthodox view of marketing communication
20
Three perspectives on messages
31
Communicator characteristics
33
Zones of meaning
35
Communication networks
37
Communication and culture
37
What do you think?
39
Further reading
40
3 Consumer behaviour and communication
41
Learning points
41
Introduction
42
People as consumers
43
Theories of purchase behaviours
43
How can we explain buyer behaviour?
47
The purchase decision-making process
56
Some further key concepts
59
Mindfulness
62
The appreciative system
63
Diffusion of innovations
64
Personal influence and opinion leaders
65
Corporate buying behaviour
67
Implications for managers
69
What do you think?
71
Further reading
71
4 Marketing communication ideology
72
Learning points
72
Introduction
72
Communication is relational
73
Communication as a mode of exchange
75
Marketing communication in the value-creating system
79
Cooperation, collaboration, competition
81
Marketing communication objectives
82
Messages
86
Market education
87
Response to marketing action
88
What do you think?
93
Further reading
93